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Communicating with the media, PIO’s, & Community Education. RUSSELL J. DECKER, MS, CEM Ohio EMA Spring Directors’ Conference April 1, 2010 Columbus, Ohio. Progression of a Story. IMMEDIATE INTERMEDIATE LONG TERM. Progression of a Story IMMEDIATE NEEDS (Local). Public Safety

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communicating with the media pio s community education

Communicating with the media, PIO’s, & Community Education

RUSSELL J. DECKER, MS, CEM

Ohio EMA Spring Directors’ Conference

April 1, 2010 Columbus, Ohio

progression of a story
Progression of a Story
  • IMMEDIATE
  • INTERMEDIATE
  • LONG TERM
progression of a story immediate needs local
Progression of a StoryIMMEDIATE NEEDS (Local)
  • Public Safety
  • What happened?
  • What are YOU doing about it?
intermediate needs regional media
INTERMEDIATE NEEDS(Regional Media)
  • Heard about it from the locals
  • Is it as bad as they heard?
  • We want access!
  • The PRESS CONFERENCE
long term needs national media
LONG TERM NEEDS(National Media)
  • Need additional PIO’s
  • Need ample parking and work space
  • Be as accommodating as possible
  • Let your locals help work with the nationals
how do stories become national
How do stories become “National”?
  • Locals “put story on the wire”
  • Locals “sell” stories to networks
  • Locals gain recognition and look for “big break”
types of communication
Types of Communication
  • PSA (Public Service Announcements)
  • Press Releases
  • Media Advisories
  • Prepared Statements
public service announcement
Public Service Announcement
  • Broadcast media (radio & TV)
  • Print media (community calendars)
  • Geared to timely announcement or community education programs
  • Should specify time frame
  • Should not be too time sensitive
  • Distributed 2 - 4 weeks in advance of desired publication
media advisories
Media Advisories
  • Addressed to media you desire at Press Conference or other “media event”
  • Include the Who, What, When, Where, and Why
  • Make certain to provide contact name(s) and phone number(s)
  • DON’T OVER USE!
prepared statements
Prepared Statements
  • Usually distributed at press conference or in lieu of press conference
  • Provide specifics (facts) that you need released to public
  • Attribute statement to someone
press release
Is it news?

Is your media list current?

One page!

Date the release

Use headline to summarize

Remember basics

Check grammar, spelling and accuracy

Provide a contact “name” and “number”

Don’t overwrite

Press Release
p i o

P. I. O.

Public Information Officers

pio public information officer
PIOPublic Information Officer
  • Do you have one?
  • And a back up?
duties of the pio
Duties of the PIO
  • Connection from IC to the media
  • Know the stories being aired
  • Address “misinformation” NOW
  • Provide background ASAP
  • Establish/manage “Media Staging” area
duties of the pio1
Duties of the PIO
  • Manage Press Conference*
  • Brief IC Staff / Key Players
  • Provide promised updates
  • Establish “Media Work Area”
  • Establish “JIC” as warranted
  • Be the “BAD GUY”
manage the press conference
Manage the Press Conference
  • Brief participants before the PC
  • Know likely questions from media
  • Know rumors/misinformation
  • Establish “ground rules”
  • Enforce “ground rules”
where to find potential pio s
Where to find potential PIO’s
  • Retired or former news reporters, directors, editors, producers
  • Advertising agency staff
  • Universities, colleges, high school faculty
golden rules
Golden Rules . . .
  • NEVER lie
  • NEVER speculate
  • DON’T promise
  • TRY to accommodate
  • Time Management
community education
Community Education
  • AUDIENCE
  • OUTCOME DESIRED
  • VENUE
community education venues
Community EducationVenues
  • Schools
  • Churches
  • Neighborhood groups
  • Business groups (including Ag orgs)
  • County fairs
  • Mass media
  • Mfg. / Industrial Councils
examples schools
Examples . . .Schools
  • SEVERE WEATHER
  • Severe Weather Safety Awareness Week
  • Statewide Tornado Drill
  • Spotter Trainings
  • HAZARDOUS MATERIALS
  • 9/11 (terrorism, etc.)
examples media
Examples . . .Media
  • Special section inserts
  • Op Ed Columns
  • Radio shows
  • Gov’t access TV
promote yourself your ema
PROMOTE YOURSELF & YOUR EMA
  • SME
  • Subject
  • Matter
  • Expert
social media
SOCIAL MEDIA
  • Twitter
  • Facebook
  • Myspace
thanks
THANKS!
  • Any questions?